Stand Concept for MDF Italia
for MDF Italia at Salone del Mobile 2018
The relationship with MDF Italia was born from the company’s need to pursue a time of change, to intercept the new language of design and the innovative trends of the market which led them to collaborate with important designers asking them for an interpretation of the company identity.
Alessandro Scandurra and SSA have measured themselves with the company’s philosophy looking for the same precision in research and innovation. It so started an exciting voyage with sensitive and passionate people.
The lines, the shapes and the material of MDF Italia’s objects comprise an image of lightness and simplicity, that is supported by the rigour and the tension of the material and the shapes.
The products express the spirit of a technological research, mainly working with materials such as aluminium and plastics.
They follow this search for essentiality to emphasize its vital part.
Essentiality is a state of tension, from which to recover the energy that is condensed in the products.
They recognize a cultural root that is reminiscent of the art, the language, the hape and the spatial origin of the artistic movements of the ’30, that embody a special time of cultural change. Artists, as Melotti, Radice, Fontana, Licini, become the references for the project. Elements, signs and shapes to reinterpret the space where to stage MDF Italia’s objects.
The project presents a division in two areas: an exhibition area where to present the objects and a restricted area, with an ambience more suitable for meetings. Hence the choice to separate the areas by using two shades of clear and dark colour.
The project is about void and tension. The sceneries are simplified to give continuity to the relation between object and space. It is as if the tension between gravity and suspension of the vertical planes causes a disunity of the visual horizon.
They are diaphragms which are contained in a semi-transparent box, allowing to catch a glimpse of the interiors.
The planes in the space define the scenes converging on a central iconic element, that defines dynamism and movement in the space.
The closed housing defines a time of concentration during which the semi-transparency makes the inside movement marginally visible.
The internal scenes hint to rooms in continuity with each other, where a sharp and clear geometry leaves space to MDF Italia’s objects.